What Needs Changing in Brand Strategies? The Maintenance and Stretching of Brands

Abstract

The concept of the polygamous brand is defined, and Cadbury′s used to illustrate an emerging product concept, involving licensing a brand to other businesses, e.g. Cadbury′s Cream Liqueur, produced by Bass.

Citation

van Mesdag, M. (1991), "What Needs Changing in Brand Strategies? The Maintenance and Stretching of Brands", Marketing Intelligence & Planning, Vol. 9 No. 7, pp. 14-16. https://doi.org/10.1108/EUM0000000001111